He sold his brand to Coca-Cola and regretted knowing his fate / Argentina News


The businessman who backed down is Mark Rampolla, who through PowerPlant Ventures acquired the brand for a figure that was not disclosed

An entrepreneur regretted having sold his brand to Coke and that is why he decided to acquire it again: it is about Mark Rampolla, who several years after delivering his coconut-based beverage line called Zico, bought it again when he learned that its production would be discontinued.

In general, within the beverage market, various trends have developed to be aware of, as they are reminders of how important it is to understand again when consumer.

The potential of this industry made entrepreneurs like Mark Rampolla reconsider, who bought back the line through his company PowePlant Ventures, for an amount that has not been disclosed.

Zico was founded in 2004 and was one of the first firms specialized in the sale of coconut water, a category that stood out in the market, becoming a benchmark in terms of hydration.

At the time, it became part of a shopping frenzy, after PepsiCo bought a similar brand called One, so Coca-Cola subsequently launched the purchase of Zico.

In 2012, Coca-Cola bought a majority stake in the brand and began distributing the company’s products along with its signature beverages in the United States and Canada. A year later, he bought Zico’s pending ownership interest.

Zico was founded in 2004 and was one of the first firms specializing in the sale of coconut water

A new journey from Zico

Under ownership of PowerPlant Ventures, the company will be renamed Zico Rising, led by industry veterans Thomas Hicks as CEO and Alan George as CFO. The two previously worked together at Naked Juice and Monster Energy’s natural division.

“We are proud of the results we achieved growing Zico when it was part of the Coca-Cola brand family and we want PowerPlant Ventures to continue the success as they take Zico on a new journey,” said Manolo Arroyo, Global Director. of marketing after returning the coconut water line.

“I respect Coca-Cola’s decision to focus on other elements of its beverage business,” Rampolla said. “I still have a lot of love for Zico and I know consumers do too. We are happy to acquire the company and grateful for the support of Coca-Cola“he suggested.

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Lifestyles generated big changes and giants like Coca-Cola adapt to this

Coca-Cola, market leader

Coca-Cola is one of the leading brands in the beverage market and this leadership has given him the ability to make purchasing decisions such as the acquisition of Zico, but also the opportunity to renew his product catalog, sacrificing any number of brands.

This level of operations recalls the capacity that this firm has and has given it value in the single market.

The lifestyles generated great changes and understanding them triggers an impressive capacity on the part of the brands, to achieve changes in the category.

Retail sales of coconut water in the United States have been declining in recent years: sales of this type of drink decreased 4.4% in the channels measured over the past year, while sales of non-alcoholic beverages generally increased 5.8%. This was one of the reasons that led to Coke to decide to discontinue the manufacture of this drink.